The problem with marketing FF is that there is not one single theme. Most other well marketed games have a theme to fit along with all the posters and videos. FF does not have a central theme at the moment.

You dont necessarily have to change the gameplay in FF, just stuff like Menus, An opening video. Just stuff that will catch the eye of anybody watching it. Then blitz all known modding sites with the video, that also has a bunch of other gameplay of good players to go along with it.

I can guarantee that you will see more players downloading 2.4 when it comes out if Fortress Forever manages to get a theme.